conversion

Effort increases as a visible goal gets nearer, and artificial early progress accelerates the whole journey.

Law · Motivation

More options can reduce satisfaction and completion, but the effect is much less reliable than the popular version suggests.

Psychology · Decision making

Losing something feels worse than gaining the same thing feels good, which shapes how people react to change.

Cognitive bias · Judgement

People look to others' behaviour when deciding, especially under uncertainty.

Psychology · Influence

People value things more once they own them, and more still once they have put work into them.

Cognitive bias · Judgement

Interfaces engineered to make users act against their own interest, now regulated in several jurisdictions.

Principle · Ethics

How many vertical divisions the content occupies, which affects scanning as much as it affects fit.

UI foundation · Layout

Comparing variants with real traffic, which tells you what happened without telling you why.

Research method · Quantitative

Measuring progression through a sequence, where the largest drop is rarely the biggest opportunity.

Research method · Quantitative

A retailer required registration before purchase to build its customer database, and lost the sales it was trying to capture data about.

Case study · Ecommerce

A payments product added security badges and lost conversion, then recovered it by removing them and explaining what actually happens to the money.

Case study · Fintech

Splitting a long form into steps did not raise completion until the team also saved progress and let people come back.

Case study · Forms

A review pass for any form, covering structure, labelling, validation, errors and accessibility.

Checklist · Forms

Product pages, cart and checkout, covering the decisions that determine whether people buy.

Checklist · Ecommerce